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- W2118889680 abstract "This study investigates the effects of self-construals (independent self and interdependent self) on consumers’ tendency to be assertive or aggressive in their interaction with retail sales representatives. For this, the study employs samples from the United States and Thailand and tests the hypotheses through multigroup confirmatory factor analysis and full structural equation modeling. The results indicate that independent (interdependent) self-construals had positive (negative) effects on consumer assertiveness and aggressiveness. The implications of these results and some avenues for future research are discussed." @default.
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- W2118889680 date "2012-11-14" @default.
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- W2118889680 title "Effects of Self-Construals on Consumer Assertiveness/Aggressiveness" @default.
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- W2118889680 doi "https://doi.org/10.1177/0022022112466589" @default.
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